Three Of The Best Anti Fast Fashion Campaigns

Our clothes say a lot about who we are and what we believe. Which is important, because it means fashion can actually function as a form of activism. Case in point: companies like Patagonia, which isn’t afraid to have the tough conversations, tackle the big issues and launch controversial campaigns in the name of positive change.

Below, we're rounding up some of the best anti fast fashion campaigns – which take a stand against everything that fast fashion stands for.

In 2011 Patagonia launched its ‘Don’t Buy This Jacket’ campaign, which was all about consuming less. The ad encouraged people to reduce, repair, reuse and recycle their clothes at all times. “This is a 60% recycled polyester jacket, knit and sewn to a high standard; it is exceptionally durable, so you won't have to replace it as often,” the ad explained. But it also pointed out that: “as is true of all the things we can make and you can buy, this jacket comes with an environmental cost higher than its price.”

Sustainability has always been a core focus for Stella McCartney, but the designer took things one step further for her AW19 'Agents of Change’ campaign. “Featuring members of Extinction Rebellion, [it] reminds us that in an era of climate crisis, action is more important than ever,” says the brand. The collection itself features sustainable fabrics like organic cotton, sustainable viscose, and recycled polyester. And it’s backed by everyone from activist Jane Goodall, to Amber Valetta – whose face was painted with a map of the world.

In 2011, designer, activist and environmentalist Vivienne Westwood took to the streets of Nairobi for her Ethical Fashion Africa campaign. As part of this campaign, Westwood designed a range of bags to be produced by local women under ethical conditions – which is more than can be said for most fast fashion brands. Each bag was crafted from recycled materials like old safari tents and made a powerful statement about the industry’s tendency to ignore what goes on behind the scenes.